Episode 103

full
Published on:

15th Apr 2024

#103 Navigating Social Media's 'Penalties,' SEO Priorities for 2024, and Essential Web Tools

🚀 Episode Overview:

Join Jonny Ross and Pascal Fintoni for a deep dive into effective website strategies and the latest in SEO for 2024. This episode covers practical tips on social media linking, the importance of SEO, and the tools every website manager needs.

📌 Episode Highlights:

  1. Welcome & Introduction
  • Hosts: Jonny Ross & Pascal Fintoni
  • Focus: Enhancing your website's impact and pride in your digital presence.
  1. You Ask, We Answer
  • Topic: Do social media platforms penalize links to external websites?
  • Insight: Jonny and Pascal debunk myths and discuss strategies to use social media effectively without harming your site's traffic.
  1. Website Stories
  • Feature: Review of "5 SEO Strategies to Embrace in 2024" by Chitra Iyer on CMSWire.
  • Discussion: Trends in SEO that emphasize user intent, multi-platform strategy, and the shift from keywords to comprehensive digital presence.
  1. The Website Engine Room
  • Tools Highlighted:Jonny’s Pick: Linked Helper - Enhances LinkedIn activity through automation.
  • Pascal’s Recommendation: EmbedResponsively.com - Ensures videos are displayed optimally on all devices.
  1. The Website Call to Action
  • Jonny’s Tip: Implement AI chatbots to improve real-time interaction on your site.
  • Pascal’s Advice: Pre-plan content for industry events to ensure timely and relevant updates.

🔗 Useful Links:

📅 What’s Next:

Stay tuned for the next episode where we will unveil a special announcement in our Website Engine Room segment! Visit 90daymarketingmastery.com for more information and to book your discovery call.

📬 Get Involved:

Implement the tips from today’s episode and share your results with us for a chance to be featured on the show!

👋 Parting Note:

Enjoy a creative montage as you jot down your action steps from today's insights. Don’t forget to follow or subscribe for more valuable episodes!

Chapters:

00:00:16

-

Introduction

Introduction to episode 25 of the 90-day website mastery podcast and discussion about the purpose of the podcast.

00:03:15

-

You Ask, We Answer

Discussion

about the relationship between social media, websites, and YouTube. The

impact of sharing website links on social media posts and the behavior

of users in interacting with posts.

00:10:25

-

Website Stories

Discussion

of an article about 5 SEO strategies to embrace in 2024. The evolving

role of search engine optimization and its impact on audience intent and

content ecosystems.

00:19:16

-

Website Engine Room

Recommendations

for using Linked Helper to automate tasks on LinkedIn and

embedresponsively.com to create responsive videos for websites.

00:24:35

-

Website Call to Action

Recommendation

to research and implement an AI chatbot on websites to enhance

engagement and responsiveness. Also, the importance of preparing for

industry events to create seamless event roundups.

00:30:11

-

Discovery Call Booking

Information on booking a discovery call with the hosts.

00:30:38

-

Engagement Request

Encouragement to engage by sharing and subscribing.

00:30:55

-

Audience Engagement

Importance of audience engagement and call to action.

00:31:30

-

Closing Remarks

Farewell and announcement of a fun video and audio montage.


Transcript
Speaker:

Hello and welcome. It is episode 25 of

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the 90 Day Website Mastery podcast. This

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is the companion to the 90 Day Website

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Mastery program. As I said, we're on

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episode 25. We wanted to find a way to

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continue to share more advice and

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insights about making your website work

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harder and for you to feel proud about

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your website again. And with my co-host

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Pascal Fintoni, good to have you back

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Pascal.

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Thank you very much and you know what's

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exciting So not only are we here to

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provide value and practical advice to our

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audience, but this is also good for you

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and I to catch up from time to time and

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just, you know, find a way to summarize

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what we've been up to in terms of our

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work with, in terms of speaking at

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events, by the Wonders website, internet

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and content marketing, in terms of our

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consultancy and more. Because it changes

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quite rapidly. And I don't mean to say

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the technology, but actually the approach

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and mindset to get better results and to

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be proud of your website. You know,

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there's always a movement forward that I

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think this show is helping us capture.

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I see this as a therapy session. It's a

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place for me to be able to think and

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reflect. And you were saying that there's

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so much change and it's not just tools,

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but the tools are just crazy at the

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moment. I mean, there's just so many. But

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as you say, the mindset and the way

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communication needs to adapt for

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different generations. It, yeah, I see

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this as a bit of a therapy session in,

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in, in, in being able to reflect on

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what's going on. So yeah, I really enjoy

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it. And we've got 4 segments in every

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show. So we've got the, you ask, we

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answer where we have a look at something

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that perhaps a client has said to us or

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something that we've spotted or perhaps

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you as our listeners as our viewers have

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asked us a question and we dissect it.

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We've got the website stories where we

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found an article or a video or a podcast

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where we discuss and debate. We also have

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the website engine room, which is an app

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that Pascal and myself, 2 apps in total,

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come up with to make your life easier as

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a website manager and website content

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creator ultimately helping you ensure

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that you are feeling more proud of your

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website or even proud of your website

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again. And lastly we have the call to

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action the website call to action where

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we give you 1 change or adjustment that

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you should be making to your website

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right now. So we will start with You Ask,

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We Answer, and I will hand over to Pascal

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in just 1 second. ♪♪

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Thank you very much, Jonny, for the

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introduction. So in You Ask, We Answer,

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we usually pick a question that perhaps

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we had during an event that we attended,

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maybe during a one-to-one consultancy.

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And this is very much the case in this 1.

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I was with a client about a week ago or

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so, and we were talking about the

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relationship between social media,

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between websites, and YouTube, and Google

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Business Profiling, all those kind of

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crazy ecosystem. And this is pretty much

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what I heard, and I've heard this so many

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times. Is it true that you get penalized

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on social media if you share a link to

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your website on the post? And the

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reaction was, so what's the point of

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social media and how can I get more

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traffic to my website from LinkedIn,

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Facebook or X? What's see you Johnny Ross

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penalties or just a myth?

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Well, the, the point of social media is

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certainly not to get traffic on your

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website. I'm afraid to tell you, if

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you're watching or listening right now,

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don't see social media as the answer.

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It's part of the, the story is part of

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the solution, but it's where it's the

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conversation, the clue is in the word

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social. It's a conversation, it's a place

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to create a community to have that

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conversation. I think I'm a touch torn on

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this but I think that is more myth than

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black and white fact I think it's about

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really considering the behavior of people

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and how they interact with posts. So

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what's been said for many, for a number

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of years now is if you put a link on that

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post, the algorithm is less likely to

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show that post because LinkedIn don't

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want to send you outside of the

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ecosystem. Ecosystem. And I think the

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element of truth there is that users,

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people, people that follow you are less

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likely to click a link on a post unless

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there's a really good reason. And I think

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that behavior has taught LinkedIn and

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also made, brought this conversation to

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light. So in terms of, does it penalize

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you? Well, I don't know how much it

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affects the algorithm. Do people click it

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only if it's very compelling? So I think

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there is an element of bearing in mind

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why you're putting the link and what the

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strength of the link is. And likewise,

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it's a bit like whether you should be

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uploading a video directly to LinkedIn or

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whether you should be sharing a YouTube

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video. For many years, people have been

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saying, well, if you share a YouTube

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video, LinkedIn is less likely to share

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it on the algorithm because they don't

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want to send people off. But I think

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ultimately, if it's a native video on the

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platform, it automatically plays straight

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away, it's mobile friendly, compared to

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YouTube where you've got to click and

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then it sends you to an app and it gets

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you to try and sign in, try and sell you

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a monthly fee and all of that stuff. And

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I think that in itself is off-putting. So

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I don't know if I've given you a definite

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answer here, Pascal, but you've got to

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have a compelling reason as to why you're

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putting the link there in the first

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place.

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And for me, I join you in that because

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it's back to the many debates I have with

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other social media practitioners about

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causation and correlation. I think you've

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got to be very, very careful not to

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conclude something based on what you can

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observe. So I think you're right.

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Ultimately, if I am on LinkedIn and I've

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chosen to spend a quarter of an hour to

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go through my feed, I will not

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essentially then click on the link to

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kind of jeopardize the time that I want

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to spend on LinkedIn unless the

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invitation is very, very compelling. So

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people could ask, well, what do you mean,

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Pascal? I'd say, well, instead of saying

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to somebody, hey, I've written a new blog

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post, here's a link, go check it out.

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Perhaps you could word it in a more

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conversational manner, back to your

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point, Ernst, saying, I've written this

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article, but I'm unsure whether I've got

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it right, or I would welcome some

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different opinions or I'm lacking data

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and so you want to engage people into a

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conversation in a way where we're saying

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go check it out because I'm not sure I've

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got it completely right or you've got

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something that is almost premium. I've

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got a brand new ebook, I've got a new

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webinar series available for free and so

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on. So it's something that has to

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essentially be more attractive than

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staying on LinkedIn, Facebook, X,

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Pinterest, TikTok and so on. And that to

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me is the key. So when, I think we missed

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the appearance of penalty. I don't

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imagine that people at, let's say,

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LinkedIn, which was the question I was

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asked, spend time in the office thinking,

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how can we punish people who are trying

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to, you know, bring value to their

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community? But here it is. Typically,

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when you have a link in a post, a post is

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very short and there's nothing else to go

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with it. So what there is as a real kind

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of value indicator is dwell time,

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particularly with mobile phone users. So

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if somebody sees a short, sharp

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announcement that there is new content to

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check out or an event to join and it hits

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a hyperlink to Eventbrite, they're going

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to pass very quickly. They may even make

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a mental note to look it up again and of

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course they won't. So the dwell time is

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going to be so brief that it sends a

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signal to the platform that this is of no

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interest to you. And we know enough about

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the behavior of LinkedIn, I'm guessing,

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Meta, and others are doing the same,

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which is, you know, they do a test. So

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if, Johnny, you publish something on

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LinkedIn now, a small percentage of your

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network is going to see it. And if

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they're reacting to whether it's

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positive, dwell time and a few likes,

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comments and shares, then more of your

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network will see it. So the penalty is

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more about the lack of interaction with a

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post that appears to have little value.

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But I don't believe that there is a rule

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that says, if there is a hyperlink, kill

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the post. I think it's more the nature of

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the post that comes with the hyperlink is

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usually not in line with the kind of

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content people find interesting.

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Yeah, yeah. And I think that you've just

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mentioned for me a bit of a golden

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nugget, that dwell time. If you can

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create something, because people don't

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always like or comment or share, but they

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are interested in stalking, they are

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interested in reading things if it's of

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interest and if you can get that dwell

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time I've seen many experiments were just

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giving the platform an element of. I've

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spent time looking at this and all of a

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sudden you start seeing a lot more of it.

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So focus on, as always, high quality

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content that's gonna engage with the

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audience that you're actually wanting to

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engage with. And that is more the secret

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to whether a link should be in the post

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or not.

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Yeah, and for me, play the game. Put a

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video natively, put the link. Play the

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game, put a carousel and put the link. So

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you're gonna get the dwell time, write a

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long form thought piece and put the link.

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You know what I mean? So do it properly

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as opposed to a short, sharp announcement

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that almost looked like a semi advert of

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sort.

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Absolutely. Let's move on to our next

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segment, which is website stories.

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So for episode 25, we've chosen an

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article, Johnny, from CMSY.com. They've

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been on the show before. And this is

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written by digital marketing expert and

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freelance writer, Shetra Ayya. And this

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is about 5 SEO strategies to embrace in

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2024. And I have to tell you, SEO was my

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first kind of entry into the world of

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training and consultancy, and I'm a

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sucker. If I see things to do with SEO

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strategies and things that can help us

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think about what it means today. I'm all

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for it. So I would encourage people to

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follow the hyperlink in the show notes,

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and what I'm gonna give you, everyone,

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and Johnny, it's a summary of the key

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elements. And I'm gonna end with a

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question, which is all to do with the

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weather, 20, 30 years later, indeed, the

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acronym SEO needs to be given a whole new

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meaning. But the the article is very well

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written, there's a lot of quotes from

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expert, this is very well researched by

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Chitra and I really really think it's a

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great example of what we were talking

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about earlier, about how to get social

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media engagement. So the whole basis is

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that the function of search engine

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optimization, whether it's a full-time

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occupation or 1 of the plates spinning,

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you know, for as part of your busy week,

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has really moved on from researching

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keywords and talking keywords on the

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page. And this is really now a lot more

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about attending the audience, their

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intent, and also understanding the entire

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spectrum of questions and topics that

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would arise during the client's research

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and selection process. So it's a lot more

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interesting I think than just I have

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something to sell, what are the keywords

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or long tail keywords to try and get

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buyers. You know I think we want to

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attract interest from the early stage of

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research. The other thing that is

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fascinating to me and that was shown in

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the article is that the function also

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needs to move away from just search

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engines. People now look at information

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in so many different ways. And they were

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saying is that you want to start to have

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a strategy that is multi-platform,

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TikTok, Amazon, Reddit. If you're into

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the industry, Skyscanner, if you're into

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food and drink, where do they go for

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their recipes and so on. So you have to

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have a multi-platform and a content

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ecosystem fully mapped out, which leads

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therefore for you to have understood the

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topic clusters, the hub, and of course,

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what is being called rather grandly, the

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semantic search, this idea of search

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finding the context of location, intent,

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and so on. 1 that surprised me, because

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my position is that it's happening

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already, they were saying, now, those in

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charge of SEO should collaborate with

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other teams and departments. And I was

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like, well, surely they are already, but

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perhaps you'd correct me, I'm joining

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with your own research, but saying, you

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know, talk to people in sales, product

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development, PR, customer service, and so

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on. I said, well, that seems like an

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obvious advice, but why not? And what

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they were saying is that those in charge

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of SEO should study extensively the

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search engine results pages and literally

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explain to their colleagues have you seen

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what's happening right now have you seen

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the way Google lays things down obviously

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the different panels and that kind of

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things, but also of course the forums and

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more. And you've got to educate and

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inform yourself about the impact of

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AI-powered search results. And you and I

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have discussed it actually in previous

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results. So what is happening to Google,

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to Bing, to Yahoo, many others in their

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attempt, of course, to keep their

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searches happy. And that layout, as I

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would call it, is changing so

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dramatically that it's having an impact

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on all of us. But really, this article is

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wonderful because it suggests that those

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3 letters are hiding actually a far more

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exciting and interesting function to

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begin with, but it may well be that it is

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time to change the meaning. But before I

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give you my suggestion of what SEO should

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mean nowadays, Your reaction to the

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advice given by this article?

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You say that there's more excitement

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behind SEO and what it stands for.

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Actually, that technical SEO gets me

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really excited. Whether that's geeky or

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not, I really like the technical side and

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playing the game of climbing that ladder.

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However, the point you're making was not

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that. The point you're making is so true

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that it's we need to you know we need to

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be thinking about personalization, we

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need to be thinking about user

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experience, integration, emerging

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technologies, all you know the AI, the

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machine learning and even sustainability

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to some extent. So it's about it

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encompasses so much more than pleasing

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Google or pleasing yeah even even

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pleasing TikTok even what I agree in

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terms of the platform I'm terrible for

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using the word Google all the time, but I

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must admit whenever I use that word, I

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actually mean any platform because you're

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optimizing on whatever the platform is,

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even if that's face to face in a room. It

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doesn't really matter. It's about how you

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optimize to find clients, to keep clients

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and to find clients ultimately. And so it

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encompasses so much more. I think it's

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important to definitely have a mindset of

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moving away from that traditional, for

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example, keyword density. I've got, it's

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a bit frustrating, I've still got a

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client that is, oh, whatever I say and

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whatever I, hopefully they're not

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listening and they won't realize who I'm

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talking about but If they are hello But

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they're forever asking me specifically on

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that keyword density and And I'm like,

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will you stop it? Stop being so

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prescriptive. Times have moved on way

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past that. And it's, yes, of course,

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there has to be context, there has to be

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understanding, but it's more about the

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engagement, the value you're adding. Is

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it helpful? Is it resourceful? Way more.

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So what SEO becomes, I'm not sure, I

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can't predict the future, but for sure we

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need to take into account way more, way

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more.

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Yeah, and I love the way it begins, this

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article, this idea of it is your role to

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educate your colleagues in a way, and by

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extension, you and I are clients, that

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you have to cover the full spectrum of

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questions and topics that a future

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customer is likely to use, whether they

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use voice or they use typing on the

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keyboard, or even just the prompts

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offered by the search engine. So you and

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I talked about, look what's happening on

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Google when they say people also asked,

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you know, and then that panel of

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question, you have to have that covered

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on your website. And I said to my

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clients, and don't worry that others have

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done it already. What matters is that you

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are not covering those questions, you

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know, for, for your customers, But time

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is against us. So here's my kind of

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proposition to you today about SEO. I

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believe that, bear in mind the

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conversation and this article, we need to

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move on from search engine optimization

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and actually get your colleagues who are

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not marketers excited about search

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experience optimization. And as a result

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of which, then you move away from that

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only thinking about Google and Bing and

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the others, although people always think

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about Google. And then it plays to this

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idea of it's wherever your customers is

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currently gaining information. You know,

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the forum, the local business club,

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newsletter, that kind of thing. You know,

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they are searching for information and

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your job is to optimize the experience

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and for you to become their favorite. So

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here we go. SEO nowadays equals search

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experience optimization.

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Perhaps you've just coined the new

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phrase.

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I'm not sure. I'll check it. And if I

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have, it was done on episode 25.

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And all credits to Pascal Fintoni. Yeah

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it we definitely need to reflect on what

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SEO is all about and move away from this

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potentially way too prescriptive. That

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was website stories, let's move to our

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next segment which is the website engine

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room.

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Now In this segment of the show we choose

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1 app each, a software solution, maybe a

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piece of kit that can make life easier as

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a website manager and website content

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creator. And of course excitedly, this

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being number 25, that means that we've

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reached now 50 apps and online solution

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which is pretty incredible and there will

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be a very special announcement very soon

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about this. Jonny what is your selection

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for today?

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Well today's is a tiny bit of a naughty

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1. LinkedIn certainly if they were

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listening wouldn't be agreeing to it but

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it's called Linked Helper and it's about

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automating automation on LinkedIn and now

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I'm not suggesting that your entire

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profile should be fully automated but

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what I am suggesting is that in this day

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and age of AI workflows things that

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you're doing on a regular basis things

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repeated tasks can easily be done with

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something like Linked Helper. It's a

Speaker:

great way to automate DMs, to automate

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responders, to automate invitations, to

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export contacts, to be able to integrate

Speaker:

with your CRM, to be able to integrate

Speaker:

with auto email workflows. So there's a

Speaker:

lot of integration that you can have and

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it's a very easy tool to use once you

Speaker:

understand the UX of it. It's a great way

Speaker:

to automate the work but also to

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ultimately boost your profile and create

Speaker:

conversations. So there is sort of a

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caution on there that you've got to be

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careful how you use it and not overuse it

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in terms of LinkedIn's guidelines. It's

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about following LinkedIn's guidelines but

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it's about using the tool to automate

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some of the manual processes that you

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might be doing and to and also not to

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just blanket the same message to every

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single person but actually to be really

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quite clever in how you use it so and

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that comes down to to really segmenting

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your potential audience and your

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potential clients. So I'm talking about

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finding a handful of people, not hundreds

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of thousands of people. And that handful

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really sending a very, very clear,

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relevant message that's going to

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ultimately, hopefully engage. So LinkedIn

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Helper, it's a tiny bit of a naughty 1,

Speaker:

as I said, LinkedIn don't really like it,

Speaker:

let's be honest, but it's a great way to

Speaker:

automate some of those workflows.

Speaker:

Thank you very much. So you will recall

Speaker:

that in episode 24, we spoke a lot about

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YouTube and some of the changes they're

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making and, and that, you know, it is

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part and parcel of a website experience

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for someone to watch a video that you

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either produced, co-produced, or maybe

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you were a guest on a webinar and you

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want to embed that onto your blog or even

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landing pages. And I've had some feedback

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from clients saying that on occasion,

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they copied and pasted the URL that you

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get from YouTube, Johnny. But then when

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they look at it on their laptop or mobile

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phones, sometime the video doesn't appear

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to be full screen or sometime it's too

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big and you can't see all of it and so

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on. So there can be for some website,

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depending on the coding, some issue

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around the embed. So I have a solution

Speaker:

for people. It's a platform called

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embedresponsively.com where you copy and

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paste the URL of a YouTube video. In

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fact, they offer other platforms like

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Vimeo and more. And it gives you a code

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you can copy and paste into your CMS that

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would give you that responsive video. So

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it would resize itself and position

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itself really neatly no matter the device

Speaker:

your customers are using. So it's an

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extra little step that's gonna probably

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help you out from a user experience and

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first impression which are ever so

Speaker:

important. A little additional tip I want

Speaker:

to give to people as well as a reminder

Speaker:

is within the URL that you're going to

Speaker:

get and the code, there's the address of

Speaker:

the YouTube video, you'll recognize it

Speaker:

very, very well. If you add the following

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at the end of that web address for the

Speaker:

YouTube video, which is question mark,

Speaker:

R-E-L equals 0 at the end of that URL,

Speaker:

more often than not, you will avoid

Speaker:

essentially at the end of the video being

Speaker:

played to show related content from maybe

Speaker:

the competition or frankly some

Speaker:

completely unread content but that are

Speaker:

not even a business like and so on and

Speaker:

what you'll find is that if you add the

Speaker:

question mark rel equals 0 at the end of

Speaker:

your YouTube URL it will show videos from

Speaker:

your channel more often than from other

Speaker:

channels that could be also a neat trick

Speaker:

but the most important thing is to make

Speaker:

sure that your YouTube videos is

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responsive no matter the device and no

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matter the platform used by your

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customers.

Speaker:

Fantastic, thank you very much Pascal. So

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as you said that is now 50 tools or apps

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we've mentioned on the website engine

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room. I imagine that we're going to do

Speaker:

something with that, Pascal.

Speaker:

We are indeed. You're going to have to

Speaker:

wait for episode 26 for the big

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announcement.

Speaker:

And with that note, we'll move to our

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last section, which of course is the

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website call to action.

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This is about the 1 change, 1 adjustment

Speaker:

that can make really your website work

Speaker:

harder for you. So Johnny, what is your

Speaker:

recommendation for today?

Speaker:

AI chatbot. I'm going to just dive in. I

Speaker:

think it's about embracing it and it's

Speaker:

about going out researching, finding a

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chatbot that fits your business. There's

Speaker:

so many out there right now and there's

Speaker:

good and bad, don't get me wrong, there's

Speaker:

definitely good and bad, but the ability

Speaker:

for you to be able to respond to

Speaker:

potential clients or even existing

Speaker:

clients in a very quick, timely manner to

Speaker:

be able to signpost them, to be able to

Speaker:

listen to them, to be able to take

Speaker:

contact details to ultimately create a

Speaker:

lead I think is totally worth it. So you

Speaker:

know the caveat here is that it does need

Speaker:

some testing, it needs some trialing, you

Speaker:

need to you to really test it, you need

Speaker:

to really think about it. But you know if

Speaker:

you've for example if you've got a

Speaker:

knowledge base already and you can share

Speaker:

that knowledge base with the AI tool.

Speaker:

It's gonna fully be able to start

Speaker:

answering questions I'm seeing this in in

Speaker:

so many well-known brands this I said

Speaker:

good examples and bad examples but you

Speaker:

don't know what it's like until you start

Speaker:

trying it. So my advice as a 1 quick

Speaker:

change or adjustment is to start

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researching a couple of different AI

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tools that can act as a chatbot on your

Speaker:

website and have that sort of live stroke

Speaker:

AI chat on the website to ultimately

Speaker:

enhance engagement and to be ultimately

Speaker:

really quick and responsive.

Speaker:

And I think for me, there's 2 kind of use

Speaker:

cases. There's 1 where you have this

Speaker:

issue of abundance of content. Let's say

Speaker:

you have a very, very busy blog or maybe

Speaker:

you've been running a podcast videos for

Speaker:

a while. And actually as a element of

Speaker:

customer service, customer care, the AI

Speaker:

chatbot could help me spot the articles

Speaker:

of the podcast that is most relevant to

Speaker:

me right now, based on my query. And then

Speaker:

the other, the flip side is essentially

Speaker:

the FAQs of sort. Now you've got to be

Speaker:

careful there's plenty of examples out

Speaker:

there of brands who've got it completely

Speaker:

wrong where it becomes an irritant as

Speaker:

opposed to anything that supports you. So

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the testing and walk into the shoes of

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your customers is important but where

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there is choice, where there is decision

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to be made, this is where the chatbot can

Speaker:

come in and and you should also lean on

Speaker:

that and make sure that it becomes almost

Speaker:

like a mascot to the business. So don't

Speaker:

do what people have done which is to try

Speaker:

and lie and pretend that it was a real

Speaker:

person talking to you, it's pointless.

Speaker:

Announce it, People are becoming more and

Speaker:

more familiar with it. But every visitor

Speaker:

on a website with a chatbot will also

Speaker:

have had a bad experience. So how can you

Speaker:

stand out? Yeah, for sure.

Speaker:

Yeah. What is your website

Speaker:

called? So mine actually, I must thank a

Speaker:

customer of mine because they learned a

Speaker:

very, very painful lesson by not doing

Speaker:

enough prep in and around attending a

Speaker:

conference. So as part of that content

Speaker:

strategy, which is actually something

Speaker:

that I recommended they did, they wanted

Speaker:

to do a series of roundup articles about,

Speaker:

you know, the different talks and

Speaker:

different keynotes addresses and so on.

Speaker:

But they kind of went to the conference

Speaker:

without a plan. And that is really

Speaker:

tricky, because that meant that when they

Speaker:

came back, the content creation bit, if

Speaker:

you like, of a roundup articles journey

Speaker:

took far, far too long. So my advice

Speaker:

would be research your industry events,

Speaker:

particularly those of interest to your

Speaker:

audience. So be careful not to go to a

Speaker:

conference of interest to you write a

Speaker:

roundup that your customers couldn't care

Speaker:

less about. So look at the next 6 months,

Speaker:

look at industry events that will be of

Speaker:

interest to your audience, select the 1

Speaker:

you're gonna go to and plan in advance

Speaker:

how you're gonna go about doing the

Speaker:

roundups and even start to do some draft

Speaker:

versions. You can come up with the

Speaker:

titles, you can start to run the mini

Speaker:

biographies of the speakers, you can do

Speaker:

the research of photography, you can do

Speaker:

so much preps. And then when you get to

Speaker:

the event, you can use some of the

Speaker:

techniques that we explored on website

Speaker:

culture action, use audio recording, use

Speaker:

AI transcription, do a number of things

Speaker:

to make sure that those event roundups

Speaker:

are not too punitive. Therefore, once

Speaker:

again, you have to prep and prep and prep

Speaker:

to make sure that your content creation

Speaker:

is very, very seamless and there's little

Speaker:

friction as possible.

Speaker:

And that, for me, is 1 of the biggest

Speaker:

things that builds trust. So trust is

Speaker:

what people make decisions on, whether

Speaker:

they're going to buy from you or not. And

Speaker:

a lot of people make assumptions that

Speaker:

build trust and buy you, you have to be

Speaker:

real, you have to be authentic. You have

Speaker:

to be genuine. But, but the simple fact

Speaker:

that you're talking about an industry

Speaker:

event that's coming up that you're

Speaker:

potentially going to and you're doing a

Speaker:

bit of a roundup, people make a huge

Speaker:

amount of assumptions around that. They

Speaker:

in terms of your network, in terms of

Speaker:

your capability, in terms of your

Speaker:

knowledge and why not ride on that wave

Speaker:

and build that trust. So I think it's a

Speaker:

brilliant idea that ticks so many boxes,

Speaker:

not just the content marketing box and

Speaker:

the sort of keeping relevant, but the

Speaker:

building trust. So yeah, I like that,

Speaker:

Pascal.

Speaker:

Thank you very much.

Speaker:

That was episode 25 of the 90-day website

Speaker:

mastery podcast. That's it for today. The

Speaker:

audio companion of the 90-day website

Speaker:

mastery program. For more information

Speaker:

please visit 90daymarketingmastery.com

Speaker:

and you will be able to book your

Speaker:

discovery call with either myself or

Speaker:

Pascal. We'll be back with another

Speaker:

episode. In the meantime, feel free to

Speaker:

send your questions, share your preferred

Speaker:

app and links to your website. Once

Speaker:

you've made the changes we spoke about,

Speaker:

we'd love to give you a shout out. But

Speaker:

that's it for now. Bye everyone. And

Speaker:

we'll leave you with a fun video and

Speaker:

audio montage whilst you go through your

Speaker:

notes and actions. Thanks so much for

Speaker:

joining. Please, please, please if this

Speaker:

was helpful, if this was of interest, not

Speaker:

only tell your friends but click that

Speaker:

follow or subscribe button, whatever

Speaker:

platform you're on, because that is a way

Speaker:

that makes us feel like we're making a

Speaker:

difference. And whilst we love being

Speaker:

here, and I was talking about it being a

Speaker:

bit of a therapy session, Just the fact

Speaker:

of seeing our numbers increase, the

Speaker:

power, I don't think I can put into words

Speaker:

what that would achieve for us. So please

Speaker:

do like, follow, share and subscribe. And

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we'll see you all soon. And I'll leave

Speaker:

you with this audio and video montage.

Speaker:

Take care. Cheers Pascal.

Speaker:

Bye bye.

Speaker:

Hey! Whoa!

Speaker:

Hey! Hey! Hey! Hey! Hey!

Speaker:

Hey!

Show artwork for Jonny Ross Fractional CMO

About the Podcast

Jonny Ross Fractional CMO
Getting marketing done
Join Jonny Ross, Fractional CMO (Chief Marketing Officer) & Digital Marketing Strategist, in his podcast The Jonny Ross Fractional CMO - formerly the Jonny Ross Audio Experience.

Full of stories, marketing tips, tricks and strategy, along with interviews from inspirational business leaders.

Looking for marketing strategy? Jonny delivers marketing consultancy, marketing training and marketing campaigns on a daily basis. This podcast is a place to share his wealth of knowledge with you, and to find experts across many different business fields and bring their inspirations and learning tips right into your ear!

Find Jonny over at:

His website https://jonnyross.com
On LinkedIn https://www.linkedin.com/in/jonnyross/
or on Twitter https://twitter.com/jonnyross.

He is also Founder of https://fleek.marketing and also runs a local Yorkshire Business Club https://www.facebook.com/groups/TheYorkshireBusinessClub/.

About your host

Profile picture for Jonny Ross

Jonny Ross

Jonny Ross, Founder, Digital Strategist and orator of Fleek Marketing

Having worked in business management (including retail) for over 25 years, Jonny Ross understands the needs of business owners. He has a proven track record in SEO, social media, website design and website development, including experience of successfully unlocking Google penalties.

Jonny is also an established SEO and social media speaker and trainer and was recently listed as one of Business Insider’s “42 under 42” business leader rising stars.

In his spare time, Jonny enjoys spending time with his family, running, cooking and hosting dinner parties.

Jonny is a member of the Institute of Directors (IoD), a Member of the Chartered Management Institute and is also a qualified optician.